jueves, 16 de junio de 2011

Behavioral and Physiological Metrics

This Chapter 7. of Tullis and Albert, Measuring the user experience, it worth reading although it will not easy to apply in UX tests. A list of the metrics:

1. Just observing and coding behaviors taking notes in a form or in a open format, verbal and non-verbal ones (see form on page 170)
1.1. Verbal comments: positive/negative comments, doubts, questions...
1.2. Non-verbal behaviors to analyze: facial expressions and body language

2. Using specific devices
2.1. Facial expressions
- Video recording analysis (time consuming), and classify them, ex. FACSAID 2002
- Electromyogram sensors (EMG), specially for forehead and cheeks
2.2. Body language to measure stress-frustration and engagement
- Mouse gripping
- Chair pressure
- Skin conductance
- Heart rate
- Pupil dilation
2.3. Eye tracking
- Proportion of users looking at a specific element or region (AOI*)
- Time spent looking at a specific element or region (AOI)
- Time to notice a specific element or region
- Scan-paths and length of eye movements

*Tips about AOIs:
- do not leave any space undefined
- analyze the time as a percentage of total time spent on the page, not as an absolute amount of time, since it can vary widely between participants

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